To celebrate US tennis legend and brand ambassador Bob Lutz’s 75th birthday whilst simultaneously leveraging the 2022 US Open, footwear focused sports brand Autry rolled out a film tribute to the American tennis icon titled “The Man, The Legend, And Now The Shoe”.
The 60-second spot, amplified across the brand’s digital and social platforms, describes what it takes to be a legend and one of the strongest US players of all time – despite the fact many today may not have heard of him.
Lutz was one of the top US players of his era: winning 43 doubles (including five US Open doubles titles) and 11 singles titles, as well as five Davis Cups. Yet he is rarely remembered and, according to the brand, his legacy has been largely left to the historical record. Autry’s player and product led campaign intends to return him to the spotlight.
And, of course, to promote the sneaker model dedicated to Lutz which Autrey launched last year.
As well as the hero ad, the campaign – which was created by agency Grey London and directed by Em Cole through Twin Productions – also included a product focused film called ‘Hypebeast x Autry’.
“Bob Lutz is one of the iconic champions of the Seventies and Eighties. We’re proud to immortalise his achievements with a testimonial sneaker that recalls a golden era of tennis, one which continues to have an influence on style outside the sport,” commented Autry CEO Maura Grange.
Lutz himself commented: “Everyone seems to know my doubles partner (Sam Smith – see adidas’ recent ‘SuperStan‘ campaign) through a white sneaker, it seems only right that I finally have my own. I want to thank Autry for making a beautiful sneaker, and a campaign that reminds the tennis world of my legacy.”
Grey London ECD David Wigglesworth added: “Being able to team up again with close friends to work on a brand as effortlessly cool as Autry has been a dream come true. They have real creative vision and deeply understand their role in culture. Watch this space Action People.”
The campaign was briefed in by and created for the marketing team at Autry Action People led by Chief Marketing Officer Massimo Giunco and Brand Creative Director Phil Jacobson by Grey London.
The creative agency team included President & CCO Laura Jordan Bambach, ECD David Wigglesworth, Creative Director Jesse Little, Creative Liam Campbell, Joint Managing Director Jonny Tennant-Price, plus Executive Producer Maxine Hose and Assistant Producer Alicia Cordell.
The production company was Twin Productions with Producer Nathan Kerry, Executive Producer Laura Wright, Director Em Cole, DOP Hamish Anderson and Production Designer Louis Simonon. Edit was handled by Work Editorial, post production colour and flame Absolute, music was by Wake The Town and No8.
Comment
This campaign not only marks Autry’s first official foray into a through-the-line US advertising, media and PR campaign, but also the first work for the sportswear brand from agency Grey London.
Autry, a largely 1980s-inspired, Dallas-based sportswear company sometimes known as the shoes with the American flag (a kind of US echo of Reebok’s union flag), has grown solidly in the last few years and has established something of a cult following.
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